Airi Mitendorf personal brand

The problem

There are moments in life when we need all-round support, and writing a thesis is one of them. Airi Mitendorf is an academic mentor with decades of experience in supervising, thesis defences and mentoring. Her topics are holistic wellbeing and self-leadership in a complex world, and she wanted to reach more people through writing and speaking.

Airi came to us on a friend’s recommendation. She needed a personal brand that reflects care, expertise and dedication.

The solution

We built the brand from the inside out. Airi’s mission is to support the people she mentors both emotionally and academically, so that their efforts have real impact. Her archetype is the Caregiver. We defined four core values: presence and dedication, expertise and clarity, inspiration and passion, empathy and understanding. We also described the people she serves, from students writing their thesis to lecturers who want to grow as supervisors.

An elegant monogram intertwines the letters A and M and stands for personality and individuality. Calm beige and greens, a warm coral and a deep blue create a sense of safety and trust. The typefaces MADE Coachella and Stara keep every text clear and readable, and a repeating AM pattern adds continuity. Design examples show the brand on stationery, brochures, business cards and notebooks.

The results

A personal brand as professional as Airi’s work. In 2026, Airi was named Trainer of the Year during Estonia’s Adult Learner Week.

What did the client say?

“I really like it all! Everything is clear and well presented, and the design examples for materials and notebooks are especially helpful. Super!”